The Influences of Format and Screen Size on Mobile Advertising Effects
碩士 === 國立高雄第一科技大學 === 資訊管理所 === 97 === Because of the advancement of mobile technology, mobile phones do not only serve as tools for communication, but also become new media. Mobile advertising also is considered one of the most promising potential commerce applications of the future. The purposes...
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| Format: | Others |
| Language: | zh-TW |
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2009
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| Online Access: | http://ndltd.ncl.edu.tw/handle/57604103164329613459 |
| Summary: | 碩士 === 國立高雄第一科技大學 === 資訊管理所 === 97 === Because of the advancement of mobile technology, mobile phones do not only serve as tools for communication, but also become new media. Mobile advertising also is considered one of the most promising potential commerce applications of the future.
The purposes of this study include: 1. to explore the influence of format of mobile advertising message on advertising effects; 2. to investigate the influence of screen size of mobile device on advertising effects; 3. to understand the fit between product categories and presentation format to generate the best advertising effects. Experimental method is used in this study. Ths research results indicate: (1) the format of mobile advertising will influence advertising effects; (2) the screen size of mobile device will influence advertising effects; (3) presentation effects of all types of goods were influenced by formats.
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